Leading gifting and engagement company, Appreciate Group reports that new B2B business has more than doubled, signalling an increased uptake in employers thanking hard-working staff for their efforts during lockdown.
The Liverpool-based company saw the sharp rise in demand from new clients between April and August as firms looked to reward employee efforts during the pandemic.
This year-on-year increase was particularly high in the care, housing association and education sectors – where many employees remained in the workplace throughout lockdown.
Frank Creighton, Director of Business Development at Appreciate Group said: “Employees up and down the country have needed to adapt to new and different ways of working during these challenging times, be that working from home or abiding by social distancing rules in the workplace.
“These challenges have also led to an increasing number of employers finding new ways to say thank you to colleagues for their efforts during lockdown, including digital rewards.
“Recognition gestures such as gift cards can go a long way in making staff feel that their employer values their commitment. Many companies will need these hard-working employees as they continue to deal with, and emerge from, the challenges of COVID-19.”
Employers are able to use the tax-free Trivial Benefits Allowance to reward staff with gift cards up to the value of £50.
Appreciate Group has rebranded its B2B division. Now known as Appreciate: The home of Love2shop, this reflects plans to grow its employee and customer reward products in a market estimated to be worth around £3bn per annum.